HubSpot Marketing Hub Automation Training Course

Course overview

Marketing teams often collect form submissions, event registrations and content downloads without a reliable process for deciding what happens next. Leads receive generic follow-up, sales teams lack context, contact records become inconsistent, and campaign reporting cannot show whether automation is producing qualified demand. This five-day course addresses the operational work behind effective HubSpot Marketing Hub automation: defining lifecycle stages, building usable audience rules, designing nurture paths, routing handoffs and measuring outcomes without creating conflicting workflows.

Participants configure core HubSpot Marketing Hub capabilities used to run automated campaigns at scale. They build forms, landing pages, lists, lead-scoring models and multi-step workflows; use enrolment triggers, branches, delays, suppression rules and internal notifications; and connect marketing activity to HubSpot CRM properties and sales follow-up. The course also covers email personalisation, subscription management, workflow testing, attribution reporting and GDPR-aware contact handling. Participants learn how to turn a campaign brief into a documented automation design with clear entry criteria, exit criteria, ownership and success measures.

Delivery combines instructor-led demonstrations with guided work in a HubSpot training portal, campaign case studies and peer review of automation logic. Each participant develops an automation blueprint for a realistic demand-generation scenario, including a lifecycle map, list definitions, workflow diagram, lead-scoring rules, email sequence outline and reporting plan. This makes the course suitable for marketers who need practical build capability and for managers who need repeatable controls around lead management, campaign execution and reporting.

The programme is designed for marketing professionals moving from manual campaign delivery to structured automation, as well as CRM, revenue operations and sales enablement staff who support the marketing-to-sales handoff.

Course objectives

By the end of this course, participants will be able to:

• Configure HubSpot Marketing Hub campaign assets, including forms, landing pages, emails and subscription types
• Build active and static lists using contact properties, behavioural criteria and suppression logic
• Design multi-step workflows with enrolment triggers, delays, branches, goals and re-enrolment controls
• Create lifecycle-stage and lead-routing rules that pass qualified contacts to HubSpot CRM owners
• Develop a transparent lead-scoring model using demographic fit and engagement signals
• Personalise marketing emails with contact properties, smart content and controlled token fallbacks
• Test, troubleshoot and document workflow logic using test contacts, audit checks and naming conventions
• Produce an automation measurement plan using HubSpot campaign reporting, funnel metrics and attribution views

Benefits of attending

Target competencies

Who should attend

• Marketing Managers — who need to standardise lead nurture, campaign execution and performance reporting
• Digital Marketing Specialists — who build email, content and conversion campaigns in HubSpot
• Marketing Automation Specialists — who need stronger workflow design, testing and governance practices
• CRM Administrators — who maintain contact properties, lifecycle data and marketing-to-sales processes
• Revenue Operations Analysts — who improve lead routing, scoring and funnel measurement across teams
• Sales Enablement Managers — who need timely, context-rich handoffs from marketing to sales representatives

Requirements and prerequisites

Participants should understand basic digital marketing concepts such as target audiences, campaign objectives, email marketing, conversion forms and lead qualification. Familiarity with navigating HubSpot or another CRM is helpful, particularly viewing contact records and properties, but prior workflow-building experience is not required. Attendees should be comfortable working in a web browser and interpreting simple campaign metrics such as opens, clicks, conversions and source. A complete beginner can attend, provided they are prepared to learn HubSpot terminology and complete guided platform exercises. Coding, API development, SQL, graphic design and prior HubSpot certification are not required.

Training methodology

The course uses short instructor-led explanations followed by build-and-test sessions in a HubSpot training portal. Participants configure assets from a shared campaign scenario, inspect contact records in HubSpot CRM, and compare alternative workflow paths for different audience behaviours. Small-group reviews focus on enrolment criteria, lead-routing exceptions, consent controls and reporting choices. The instructor demonstrates common configuration errors and testing routines before participants apply a final automation blueprint to their own business context or a supplied case. Daily exercises produce components that feed the final documented solution.

Course outline

Day 1: HubSpot foundations and campaign data design

• HubSpot Marketing Hub navigation and account architecture
• Marketing contacts, non-marketing contacts and billing implications
• Contact records, standard properties and custom property design
• Lifecycle stages, lead status and ownership fields
• Campaign objectives, conversion paths and measurement definitions
• Forms, landing pages and progressive profiling basics
• Subscription types, consent capture and GDPR-aware data collection

Workshop: Participants map a campaign conversion path and create a contact-property and lifecycle-stage specification for a fictional B2B webinar programme.

Day 2: Segmentation, email and campaign assets

• Active lists versus static lists and practical use cases
• List filters using contact properties, page views and form submissions
• Exclusion lists, suppression criteria and audience hygiene
• Marketing email editor, modules and approval-ready templates
• Personalisation tokens, default values and smart content rules
• Email send settings, subscription selection and deliverability checks
• Campaign tool association and UTM governance for channel tracking

Workshop: Participants build a segmented campaign audience, suppression list and personalised invitation email for the webinar scenario.

Day 3: Workflow construction and lead handoff

• Workflow types and object-based automation options
• Enrolment triggers, re-enrolment rules and exclusion controls
• Delay actions, date-based timing and time-window settings
• If-then branches, property updates and task creation
• Internal notifications and HubSpot CRM record assignment
• Lead routing by territory, product interest and availability
• Workflow goals, unenrolment conditions and conflict prevention

Workshop: Participants configure and test a multi-branch nurture workflow that routes high-intent webinar registrants to the correct sales owner.

Day 4: Scoring, optimisation and automation governance

• Fit scoring and engagement scoring model design
• Positive, negative and score-decay criteria
• Score thresholds linked to lifecycle-stage progression
• Workflow naming conventions, folders and change-control records
• Test contacts, workflow history and action-log diagnosis
• Duplicate enrolment, conflicting updates and data-quality remediation
• Automation audit checklist for consent, ownership and exceptions

Workshop: Participants create a weighted lead-scoring matrix and conduct a peer audit of a workflow for logic, data and compliance risks.

Day 5: Reporting and automation implementation planning

• HubSpot campaign performance reports and dashboard selection
• Email, landing page and form conversion metrics
• Lifecycle funnel reporting and stage-conversion analysis
• Attribution report concepts and channel-credit limitations
• Workflow performance indicators and enrolment trend analysis
• Sales feedback loops for lead quality and routing outcomes
• Automation roadmap, prioritisation and stakeholder sign-off

Workshop: Participants present a complete automation blueprint with workflow diagram, scoring rules, reporting dashboard specification and 90-day implementation plan.

Tools & standards covered

HubSpot Marketing Hub, HubSpot CRM, Google Analytics 4, GDPR

A typical training day

Live online deliveries follow the same structure in the East Africa Time zone, with shorter screen blocks and longer breaks.

What the fee includes

How you can take this course

Certification

Participants who complete the full five days receive the Skillset Development Certificate of Completion, stating the course title, course code, dates and delivery format — suitable for professional-development records and employer reimbursement.

Frequently asked questions